'Hill City' is the First New Brand from Gap Inc. in Over a Decade

 - Sep 21, 2018
References: hillcitylaunch & fastcompany
Consumers have come to know and love brands like Old Navy, Banana Republic, Gap and Athleta from Gap Inc. and now, men will be able to find high-performance technical apparel from the newest brand, Hill City.

Hill City is the first new brand to be introduced by Gap Inc. in more than a decade and it is designed to provide men with options to easily go from the gym to the office and beyond. Naturally, the brand is being compared to others like Lululemon that have been serving a similar purpose for women for years now.

In the same way that many fashion start-ups are embracing the direct-to-consumer model, Hill City will be launching online as of October.